Apple has apologized after a new iPad Pro ad that depicts a piano, guitar, paint cans and other objects being crushed by a hydraulic press sparked an online backlash.
“Creativity is in Apple’s DNA, and designing products that empower creative people around the world is extremely important to us,” said Tor Myhren, Apple’s vice president of marketing communications. says Mr. advertising age.
“Our goal is to always celebrate the myriad ways users can express themselves and bring their ideas to life through iPad,” he continued. “This video misses the mark and I apologize.”
The ad, which Apple reportedly no longer plans to air on TV, depicts a large press corps flattening and then lifting various objects to reveal the tech giant’s new tablet.
“Introducing the new iPad Pro, the thinnest product we’ve ever made, the most advanced iPad Pro we’ve ever made,” Apple CEO Tim Cook said Tuesday on social media platform X. display, and the incredible power of the M4 chip.”
“Imagine all the things it could be used to create,” he added in the post introducing the video.
The commercial was widely criticized online as tone-deaf, with some comparing the destruction of creative tools to the tech industry’s impact on creative fields.
“Why would @Apple run an ad that would destroy the arts?” Actress and director Justine Bateman wrote of X, “Technology and #AI mean the destruction of art and society in general.” Ta.
Actor Hugh Grant also weighed in on the ad in a post on X, writing, “It’s a destruction of the human experience. Courtesy of Silicon Valley.”
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